Hopefully in Part 1 we convinced you that you need to have an active Facebook page for your studio, school, camp, or daycare. Now we’re going to help you understand how Facebook can work for you, so you can start to strategically develop a social media plan. Even if you’re not a “tech person,” you can apply the same skills you use in planning your organization’s activities and schedules to social media.

But if you really don’t want to do it yourself, then utilize another skill set we’re sure you’ve honed already: delegate. Finding the right person for the job doesn’t necessarily mean hiring a professional; anyone who is tech-savvy and willing to grow to understand the purpose and parameters you set for your page can help you leverage your Facebook page for positive growth and visibility in your local area. The main aim that we recommend is to get your studio or school noticed by your targeted demographic: parents of potential students and athletes.

Understanding How Facebook Pages Get Seen

There are several methods by which your Facebook page can help you get the word out, free of charge. We’ll list a few for you:

• Anyone who “Likes” your Facebook page and “Follows” it will then be able to see your posts. • Someone who sees a post and thinks others would benefit from seeing it as well can “Share” it, making it visible to all of their Facebook followers. • Those who visit your studio can “Check In.” • Any photos or posts they make about your school can be “Tagged” with your page name. (Those posts will become visible not only to the poster’s Facebook friends, but also to those who follow your Facebook page.) • Each interaction (such as a comment or “Like”) on your page, can increase its visibility.

Increasing the Frequency of Your Page’s Visibility

In a way, you’re at the mercy of your Facebook followers — but don’t let that be a frustration. Instead, think of it as a challenge: Your goal is to encourage the very activities listed above. One alternative is to pay for a “sponsored post” (which would automatically become visible to those in the target demographic you select) — but even if you decide to pay for such increased visibility, we highly recommend that you also do some things to encourage more organic ways to get the word out about the life-enriching services you provide.

Planning for Regular Posts to Your Page

When it comes to getting your page seen, the #1 principle is definitely posting to it with regularity. Just like other important activities, Facebook posting deserves a regularly scheduled daily or weekly time slot. (You can schedule posts that will appear to your followers at various times throughout the week.)

If you choose to outsource social media, be sure to carefully communicate your expectations and designate whether pay will be per post, or per hour. As an alternative, you could provide a gift, positive reference for volunteer service, or a discount on classes.